The purpose of this paper is to gain a thorough understanding of how Retailer Power and Fast Fashion Trends influences the relationship between market orientation strategies and business performance in the fashion industry specifically the clothing and cosmetics industry. This is based on the issue that there are conflicting results from the various literatures on both MO and Market Orientation strategies on firm performance, leading to literature asking for future research to examine how environmental factors like Retailer power and Fast fashion Trends affect this relationship. This study heeds to this call in the fashion industry considering the fact that the industry is characterized by big and powerful fashion retailers, also there are few MO works done in the fashion industry which battles with fast trendiness and can be quite challenging for firms to be market oriented. A qualitative approach will be used for an in-depth understanding of the of the issues. The results of this study will facilitate professionals and scholars in augmenting their comprehension of MO, while also providing assistance to firms operating within this sector. The study might be one of the few to investigate how Retailer Power and Fast Fashion Trends influence the link between market orientation strategies and business performance in the fashion industry.

Authors:
Bernice Boakye, University of Ghana, Ghana
Mahmoud A Mahmoud, University of Ghana, Ghana

About the Presenter(s)
I am Bernice Boakye,a marketing manager of a leading microfinance in Ghana with over 11 years in the banking field.Interested in reading and researching about issues.

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